ANALISIS FAKTOR BRAND CITIZENSHIP BEHAVIOR PADA HOTEL SHERATON SURABAYA

Authors

  • Claudion Graciella Program Manajemen Perhotelan, Program Studi, Manajemen, Fakultas Bisnis dan Ekonomi, Universitas Kristen Petra. Jl. Siwalankerto 121-131, Surabaya
  • Erica Dea Hutama Program Manajemen Perhotelan, Program Studi, Manajemen, Fakultas Bisnis dan Ekonomi, Universitas Kristen Petra. Jl. Siwalankerto 121-131, Surabaya
  • Fransisca Andreani Program Manajemen Perhotelan, Program Studi, Manajemen, Fakultas Bisnis dan Ekonomi, Universitas Kristen Petra. Jl. Siwalankerto 121-131, Surabaya

:

https://doi.org/10.9744/jmp.6.2.72-78

Keywords:

Brand Citizenship Behavior (BCB), exploratory factor analysis

Abstract

Penelitian ini dilakukan untuk mengetahui faktor baru yang dapat terbentuk dari Brand Citizenship Behavior (BCB) di Hotel Sheraton Surabaya. BCB adalah perilaku karyawan yang mencerminkan merek organisasinya. Karena perilaku karyawan mencerminkan merek organisasinya, maka sangatlah penting untuk membentuk perilaku karyawan.  Penelitian ini bertujuan mereduksi 7 faktor BCB (helping behavior, brand consideration, brand enthusiasm, sportsmanship, brand endorsement, self-development, brand advancement) dengan menggunakan Exploratory Factor Analysis (EFA). Hasil penelitian menunjukkan bahwa faktor baru yang terbentuk adalah helping behavior, brand enthusiasm, self-development, dan brand loyalty

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Published

2020-10-09

How to Cite

Graciella, C., Hutama, E. D., & Andreani, F. (2020). ANALISIS FAKTOR BRAND CITIZENSHIP BEHAVIOR PADA HOTEL SHERATON SURABAYA. Jurnal Manajemen Perhotelan, 6(2), 72-78. https://doi.org/10.9744/jmp.6.2.72-78